KushnerPortfolioSummer13Pur4700Full PDF

Danielle Kushner
Summer 2013
GolinHarris, New York

Public Relations Portfolio
dkushner@mail.usf.edu

uanlelle kushner

Work samples lncluded ln porLfollo:
urafLed LweeLs for Cood Pumor 1wlLLer ln brand volce and personallLy
urafLed lacebook ConLenL for Cood Pumor lacebook page ln brand volce
CapLured screen grabs of consumer engagemenL on lacebook page
AsslsLed ln flnal edlLs prlor Lo launch of Share Lhe Love campalgn lacebook 1ab
AsslsLed ln medla evenLs ln 8osLon wlLh former 8ed Sox plLcher edro MarLlnez and
former MeLs !ohn lranco
CreaLed excel of Cood Pumor compeLlLors
MonlLored Cood Pumor compeLlLors
AsslsLed ln medla Lracklng for Cood Pumor #shareLhelove engagemenL
roprleLary work/ noL lncluded ln porLfollo:
ulled lnslghLs on soclal presence Lhrough meLrlcs vla analyLlcal Lools and webslLes
!"# $%&&%'()* ()+&,-#. '%/0 $%/ 1"# +&(#)1 2%%- 3,4%/!! LsLabllshed ln 1920,
Cood Pumor slngleserve bars sandwlches, cones and mulLl packs are
avallable aL convenlence sLores, grocery sLores and on lce cream Lrucks
naLlonwlde. WlLh a wlde range of lmaglnaLlve lce creams and frozen LreaLs
Lhere's someLhlng Lo creaLe dellclous momenLs of [oy for everyone. unllever's
corporaLe vlslon ls helplng people Lo look good, feel good and geL more ouL of
llfe and shows how clearly Lhe buslness undersLands 21sL cenLuryconsumers
and Lhelr llves.

!"#$ %&&' (")&* +,--./ 0*12./
314-5&&6
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,'F #4$&$I

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+''@3$ P"2*5394

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'F& #&$"#) "&$ ,'F )4"&32= #4$ BC 53#4 #'*",I >P4"&$#4$:'<$
L;"=$ 'M " <"&3$#, 'M
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urafLed Cood Pumor l8 conLenL, 6/10
Cood Pumor lacebook ConLenL
1 SLay poslLlve, Lhere ls always a frlend ln Cood Pumor!
2 Advlce: CelebraLe good Llmes wlLh Cood Pumor and use Cood Pumor
Lo cheer up bad.
3 ?ou + Cood Pumor = lamlly.
4 We love surprlses! Surprlse someone you <3 and share Lhls posL!
3 CeLLlng lnslde [usL before Lhe raln. 1haL's whaL Cood Pumor feels llke.
6 Ch, Lhe places you'll go!" . . . when you <3 Cood Pumor
7 Pow Lo make someone smlle ln 1 second: Pand Lhem a Cood Pumor
bar.
8 lL's whaL's on Lhe lnslde LhaL counLs.

9 WheLher you're 3 or 103, you can share Lhe <3 wlLh Cood Pumor
10 llll ln Lhe blank: My freezer's Cood Pumor besL frlend ls _______
11 Where do you en[oy your Cood Pumor LreaLs?
12 AnyLhlng ls posslble when you share Lhe <3
13 3 lngredlenLs Lo happlness: Cones, lce cream bars and sandwlches
urafLed Cood Pumor l8 conLenL, 6/10
14 Share Lhe <3, ln full swlng.
16 We value [oy and lmaglnaLlon, whaL do you value?
17 Some of our favorlLe Lhlngs: lamlly, fun, happlness and <3.
18 Seek varleLy ln everyday llfe, (and share Lhe <3).
19 use your lmaglnaLlon: lf l could share Cood Pumor wlLh anyone lL
would be ______
20 Llfe ls abouL capLurlng every momenL
of <3.

Share Lhe Love lacebook 1ab: llrsL round of edlLs
LdlLs as of 3:30 p.m. !une 21sL

!"#$%&'
()*" +, -&./*0 1/&'
Add perlod afLer Learn More Lo be conslsLenL wlLh oLhers
()*" 23 1&45"6"70
Add perlod afLer Learn More
()8. 9 -&./*0 1/&'
()8. : -&./*0 1/&'
Llnk Lo 8ryanL ark ls wrong. lL should be changed Lo (hLLp://www.bryanLpark.org/planyourvlslL/hours.hLml )
()8. 9; -&./*0 1/&'
ln Lhe descrlpLlon, remove | Lawn Screen" and [usL add a perlod afLer 3:00 pm
<)= ; -&./*0 1/&'
Add a space beLween supporL." and Learn More."
<)= > -&./*0 1/&'
Add a space beLween role." and Learn More."
-%70%*
()*" +> <?1 @/54% -4&0A5/. -/7A
8emove Lhls evenL
()8. 2 -%70%* B/&C%&6"70 DA%#5"&6"70
8emove ChowderfesL fromLlLle, mlsLake on my parL sorry abouL LhaL.
8emove Lhe s" ln Lhe locaLlon, should be 8osLon Common noL 8osLon Common7
Add a space beLween more." and Learn More"
Add a perlod afLer Learn More

()8. E -%70%* B/&C%&6"70 DA%#5"&6"70
8emove ChowderfesL fromLlLle
8emove Lhe s" ln Lhe locaLlon, should be 8osLon Common noL 8osLon Commons
Add a space beLween more." and Learn More"
()8. 9+ F&"" F&45/. F84G'7
Share Lhe Love lacebook 1ab: llrsL round of edlLs
LdlLs as of 3:30 p.m. !une 21sL

CaplLallze Lhe mln more"
()8. 9> F&"" F&45/. F84G'7
()8. +H F&"" F&45/. F84G'7
<)=)70 + F&"" F&45/. F84G'7
<)=)70 > F&"" F&45/. F84G'7
Add Lhe followlng Lo Lhe descrlpLlon afLer 8lse of Lhe Cuardlans."
Learn more (hLLp://www.bosLoncenLral.com/evenLs/free_frlday_fllcks/p974.php)
<)=)70 9; F47A"&I/*J7 F"/70
8emove Lhe words PaLch Shell" fromLocaLlon llnk
*Speclal noLe abouL Lhe llsherman's leasL evenLs: Slnce Lhe descrlpLlons afLer Lhe flrsL are see descrlpLlon above", we should
make sure LhaL someone updaLes LhaL afLer each evenL slnce Lhe evenLs dlsappear afLer Lhey pass, correcL?
<)=)70 9H F47A"&I/*J7 F"/70
Add a space beLween above" and Learn More"
<)=)70 9E F47A"&I/*J7 F"/70
Add a space beLween above" and Learn More"
<)=)70 9: F47A"&I/*J7 F"/70
<)= +2 F&"" F&45/. F84G'7

!""# $%&"' ()*'+ ,)+ -".+ /"0,"1 2.+1,
!"341$*''40 5"3+0 6 5+07"1048434,4+0
!"#$ %&' %()*

Role Team Member Responsibilities
Media Interviews, 8-10 a.m.
Media/Celebrity Management Alan Danzis
Jane Oh
Message review/refresher with celebrity at hotel
Manage interviews, SEE RUN OF SHOW.
Escort celebrity to Copley Place
Product Drop-off Danielle Kushner
Cristy Villasmil

Drop product at various media locations TBD
Copely Place Consumer Activation, 11 a.m. 1 p.m.
Truck Activation Support Jen Dobrzelecki
Wes Robinson
Danielle Kushner
Hand out frozen treats to consumers
Ensure proper Good Humor branding and key messages are being relayed
Ensure proper supply of product
Answer consumer questions
Break down truck at completion of Copley Place activity
Social Media/Bosco Activation Cristy Villasmil

Capture content for social media channels
Share real-time updates with social channels
Conduct photo activation with consumers
Have consumers sign waivers
Relay appropriate Good Humor messages
Media/Celebrity Management Alan Danzis
Jane Oh
Liaise with celebrity and ensure he is comfortable
Work with media and celebrity to conduct interviews at the truck
Manage interview schedule
Liaison with media
Wrap up with celebrity
Photographer Management Wes Robinson Ensure photographer captures photos on shot list
Media Drop-offs/Truck Drive Bys 1- 3 p.m.
Media Product Drop-Offs (TBD) Danielle Kushner
Jane Oh
Drop off product to designated media outlets and influencers
Truck Activation Support Jen Dobrzelecki
Wes Robinson
Danielle Kushner

Help finish breaking down truck
Prepare to travel to various surprise locations throughout the city
Media Follow-up
Media Follow-up/Photo Servicing Alan Danzis
Jane Oh
Conduct media follow-ups; secure coverage
Service photos out to media
Share real-time media updates with team
Event Wrap-up, 3-5 p.m.
Recap Development Jen Dobrzelecki
Wes Robinson
Cristy Villasmil
Ashley Goforth
Alan Danzis
Jane Oh

Capture relevant social media metrics, number of photo activations
(Cristy/Ashley)
Capture summary of media interviews, interesting anecdotes from media,
coverage, etc. (Alan)
Capture summary of how many consumers attended, feedback from consumers,
etc. (Wes)
Prepare and send email to clients with all information included (Wes/Jen)

Off-site Support
Social Media Management Ashley Goforth Social media channel monitoring/community management
Share real-time posts as appropriate
Feed information to Cristy as appropriate
Flag urgent consumer comments or questions
Media Management/Last Minute
Requests/Press Release
Distribution
Julia Blumenthal

Set up PRNewswire release for distribution
Continue to liaise with media as appropriate throughout the day
Be available for on-site connectors for questions or urgent items

###

uanlelle kushner


AsslsLed wlLh medla day schedule for new ?ork medla evenL wlLh !oel
McPale, Lhe hosL for Lhe klondlke CelebrlLy Challenge
CreaLed backgrounders for each ouLleL/lnLervlewer of Lhe medla day

!"# $%&&%'()* ()+&,-#. '%/0 $%/ 1"# +&(#)1 2&%)-(0#
3
4 ln 1993,
unllever acqulred Lhe lsaly klondlke Company and Lhe klondlke

brand became parL of Cood Pumor8reyers
`
. 1hls acqulslLlon puL
Amerlcans of every age wlLhln reach of Lhe mosL comprehenslve llne
of chllly LreaLs ln desserL hlsLory. unllever's corporaLe vlslon ls helplng
people Lo look good, feel good and geL more ouL of llfe and shows
how clearly Lhe buslness undersLands 21sL cenLuryconsumers and
Lhelr llves.

Joel McHale Phone Interview
Monday, July 15, 2013
9:45 AM ET
Reporter Briefing Sheet
MEDIA OUTLET

ABCNews.com

REPORTER DETAILS

Contact Name: Michael Rothman
Contact Phone: 212.470.8824
Contact E-mail: michael.rothman@abc.com

OUTLET BACKGROUND

ABCNews.com is the interactive online service for ABC News. The site provides the latest in
domestic and international news via the Internet. Utilizing multimedia resources to report stories of
the day, the site capitalizes on the knowledge and expertise of ABC News correspondents around the
world. It is able to present news differently from traditional media by utilizing multimedia resources to
report the stories of the day.

Outlets Twitter handle is @abc

REPORTER BACKGROUND

Rothman covers entertainment including events, red carpets and premieres as Staff Reporter at
ABCNews.com. He can be contacted via email. The best time to reach him is any day from 9am to
9pm.

Rothmans personal Twitter handle is @TheRealRothman

Recent Coverage:
http://abcnews.go.com/blogs/entertainment/2013/07/tracy-morgan-and-fiancee-megan-
wollover-welcome-a-girl/

###

Klondike Celebrity Challenge
Joel McHale Media Day
July 15, 2013 - NYC

Monday, July 15, 2013
Time Outlet Contact Address Notes
8:30 AM ET

TRAVEL TO GOOD DAY NEW YORK (30 min.)
Town Car Confirmation #

9:00 AM ET Good Day New York
(Proprietary)

205 East 67 Street
(between 2
nd
and 3
rd

aves)

9:45 AM ET ABCNews.com -- (on the way to AP TV) Phoner
10:00 AM ET OK Magazine -- (on the way to AP TV) Phoner
10:15 AM ET Associated Press --
450 West 33
rd
street (@
10
th
Ave) / 14
th
floor
TV and Print Interview
11:20 AM ET Maxim.com --
DOUBLE TREE:
1568 Broadway
(btwn 46th St & 47th St)
In-person interview
11:40 AM ET US Weekly --
DOUBLE TREE

In-person interview
12:00 PM ET ExtraTV.com
--
DOUBLE TREE

Webcast
12:30 PM ET
Fox411.com
(FoxNews.com)
--
6th Avenue and 48th
street
In-person interview
1:30 PM ET Details.com -- PHONER at 6th Avenue
and 48th street
Phoner

uanlelle kushner

8esearched blogs wlLh maLchlng brand personallLy
1racked parLner posLs from MACnuM Cood as Cold medla and vldeo launch for Lhe
release of MACnuM CCLu?!
urafLed conLenL for soclal presence ln brand personallLy
AsslsLed ln MACnuM medla Lracker for MACnuM's Lop #8oyal8aby LweeL
roprleLary work/ noL lncluded ln porLfollo:
CompeLlLlve/ComparaLlve audlLs from slmllar brand personallLles
Screen grabs of Cood as Cold launch for cllenL

!"# $%&&%'()* ()+&,-#. '%/0 $%/ 1"# +&(#)1 23*),456 Launched ln 1989,
Magnum was Lhe flrsL handheld lce cream LargeLed as a premlum lce cream
for adulLs. 1oday, Magnum ls one of Lhe world's leadlng lce cream brands,
selllng one bllllon unlLs annually worldwlde, and lL ls Lhe blggesL brand of
unllever lce creams. unllever's corporaLe vlslon ls helplng people Lo look good,
feel good and geL more ouL of llfe and shows how clearly Lhe buslness
undersLands 21sL cenLuryconsumers and Lhelr llves.

A list of potential NAuN0N-esque blogs to engage with.

1. Restaurant Girl: Best Food Blog & Restaurant Guide http://www.restaurantgirl.com/

2. Food and the City: From a New York City Girl http://www.foodandnewyorkcity.com/

3. the chic brle, for the food, fashion, and nyc obsessed http://thechicbrulee.com/
4. livingsocial www.livingsocial.com

5. Blondie & Brownie: Two Girls Adventures in Food http://www.blondieandbrownie.com/

6. OMG Foodie www.omgfoodie.com

7. FoodiesNYC www.foodiesnyc.com

8. MyCityWay http://www.mycityway.com/blog/tag/new-york/

9. Dessert Buzz NYC www.dessertbuzz.com

10. The City Sweet Tooth - http://www.citysweettooth.com/

11. Just desserts nyc www.justdessertsnyc.com

12. Always Order Dessert www.alwaysorderdessert.com

13. NYC Style and a Little Cannoli www.nycstylelittlecannoli.com

14. Gastro Chic: Latest Trends in Food and Fashion, in New York and Beyond www.gastrochic.com
15. Etsy, www.etsy.com isnt NYC local but they have editors who run a great blog to match the audience and any
MAGNUM stuff could be tagged under New York!

T0ESBAY TR0TB BRAFTS

!"#$%&' !("!)* + ,-./ 0- 1234,5/ 12 647089./ :-,,/:01-27;
!"#$%#$ &'%() !(# *+",-(*% ( *+"% .(-/ "0 *$123*+ *+"%*4 (2"#5 ,3$+ 67 '300%.%#$
89:;<8 =(. =">%* (Note: Both of my ioommates have mass collection of shoes
since they woik foi shoe companies, I coulu get a goou Instagiam image)

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,(3*$4 (#' "#% 3* +"2'3#5 ( 89:;<8 =(.

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!"#$%! &"'($)' &*+(+ , ('"-.)' /0123 4567894:

http://www.youtube.com/watch?v=reTPmnvJ3Ng

From THE TALENT Caroline Correa, Zac Posen, Joe Manganiello and Tribeca Film Festival there
were 86 tweets, 60 Instagrams, 54 facebook posts and 0 blog posts
Talent

Caroline Correa
Twitter 46 (Samples below)
@carolcorrea19: The official countdown for @MagnumIceCream "As Good as Gold" on Tribecca
Film Festival is on. Four days to go! @joemanganiello @Zac_Posen
@carolcorrea19: Look what I found:
http://www.zimbio.com/Joe+Manganiello/articles/3Zv2Y0Go9kf/joe+manganiello+caroline+correa
+magnum+good
@carolcorrea19: Copying the picture from my friend @darionl1 profile. The first Magnum
Commercial was showed during http://instagram.com/p/YIiryUPIwF/
@carolcorrea19: Its out!!!! http://fb.me/C8mIjWMQ

@carolcorrea19: So excited for tomorrow! 24hrs countdown!!! @peaceloveshea joemanganiello
@zac_posen seaofshoes http://instagram.com/p/YO6-yhvI9J/
@carolcorrea19: RT @peaceloveSHEA Can't wait to see my babes @carolcorrea19
@karla_deras @seaofshoes @zac_posen tomorrow at the @magnumicecream...
http://fb.me/1rTuroXra
@carolcorrea19: RT @peaceloveSHEA Can't wait to see my babes @carolcorrea19
@karla_deras seaofshoes @zac_posen tomorrow at the
http://instagram.com/p/YOa0UCL0TO/
@carolcorrea19: It was a secret till @zac_posen revealed the 24k Gold Dress I'm wearing tonight
for @magnumicecream at http://instagram.com/p/YP5F1YPI34/
!"#$%! &"'($)' &*+(+ , ('"-.)' /0123 4567894:
@carolcorrea19: Today all the secrets are gonna be revealed! #asgoodasgold
@magnumicecream
Instagram 41 (Samples Below)
Carolcorrea19: Desert a la Bloggers! @peaceloveshea @karla_deras @seaofshoes #saturday
#work #fun #lovemylife http://instagram.com/p/WXyN7gPI2f/
Having a blast at work with @zac_posen!!! #work #saturday #weekend #fun #lovemylife #onset
http://instagram.com/p/WYFE2bvIw4/
Carolcorrea19: It was a pleasure to meet u @peaceloveshea! Evil cake girls!!! Lol #work
#weekend #fun #lovemylife @magnumicecream #magnumscene #onset #carolinecorrea
#badass #special #shoot #fashion #designer #zacposen #lovemylife #fun #filming #love
http://instagram.com/p/WYFcGpPIxY/
Carolcorrea19: My private security escort this morning! Lol #fun #day #work #lovemylife #happy
@magnumicecream #magnumscene #onset #carolinecorrea #badass #special #shoot #fashion
#designer #zacposen #lovemylife #fun #filming #love http://instagram.com/p/WYNbz3vI8m/
Carolcorrea19: Hanging out with my handsome costars today @joemanganiello @zac_posen for
Facebook 47 (Samples Below)
Facebook Post: Desert a la Bloggers! @peaceloveshea @karla_deras seaofshoes
#saturday #work #fun #lovemylife http://t.co/a1jggCLW4w
https://www.facebook.com/carolcorrea19/posts/533571470020729
Facebook Post: Having a blast at work with @zac_posen!!! #work #saturday #weekend #fun
#lovemylife #onset http://t.co/t6CpiR70U3
Facebook Post: It was a pleasure to meet u @peaceloveshea! Evil cake girls!!! Lol #work
#weekend #fun #lovemylife http://t.co/zrExBJAYx2
Facebook Post: Hanging out with my handsome costars today @joemanganiello
@Zac_Posen for #magnum! http://t.co/T7enC6uETK
Facebook Post: Good morning everyone! Early start for day 2 of #magnum #shoot!
#lovemylife #fun http://t.co/6ZVsy4vP2d
Facebook Post: On set with @joemanganiello for @MagnumIceCream shoot today! What
an amazing fun adventure! http://t.co/ogVBXgdZeb
Facebook Post: Today. http://t.co/NMriF87BjA
Facebook Post: On set with my team for @magnumicecream special project!
http://t.co/LyjzpstapC https://www.facebook.com/carolcorrea19/posts/535271026517440
Facebook Post: Snapshot from the special project for @magnumicecream! Oh and working
with joemanganiello and @zac_posen http://t.co/XgOnpLHYCI

Zac Posen

Twitter 25 (Samples Below)

!"#$%! &"'($)' &*+(+ , ('"-.)' /0123 4567894:
@Zac_Posen: On set filming a special project for @MagnumIceCream!!
pic.twitter.com/MuWyWxIEKV
@Zac_Posen: RT @MagnumIceCream Wink! #asgoodasgold RT @InStyle A 24-karat gold dress
exists thanks to @Zac_Posen. Find out what his inspiration was http://t.co/1pyFW1xmcC
@Zac_Posen: RT @StyleWatchMag We've got @joemanganiello in a tux AND a 24-kt gold
@zac_posen gown in the same video. What to look at first?! http://t.co/GyaqCEIPbU
@Zac_Posen: Thank you! RT The amazing @Zac_Posen talks social media and meeting
@JoeManganiello (!!) CC: @MagnumIceCream http://www.fashionologie.com/30826411
@Zac_Posen: Another @MagnumIceCream moment! #AsGoodAsGold
pic.twitter.com/bzfDrgoOPi
@Zac_Posen: Actress Caroline Correa in my gold gown at the Magnum Ice Cream "As Good as
Gold" premiere. http://fb.me/1JvWx8O0i
@Zac_Posen: Golden glamour! Check out Magnum Ice Cream's new As Good As Gold short
film. http://youtu.be/reTPmnvJ3Ng http://fb.me/24pGg8AHv
@Zac_Posen: Golden glamour! #AsGoodAsGold @MagnumIceCream
http://youtu.be/reTPmnvJ3Ng
@Zac_Posen: Having my Hollywood moment signing lots of #AsGoodAsGold posters for
@MagnumIceCream! pic.twitter.com/qClLLq3VpA
@Zac_Posen: Me and the stars Joe Manganiello and Caroline Correa #magnumgold
@magnumicecream from last night http://instagram.com/p/YThXhAm9Af/
@Zac_Posen: 24k gold #asgoodasgold @magnumicecream @carolcorrea19 what a gown
what a night! http://instagram.com/p/YRRPzFG9G3/

Instagram- 13 (Samples Below)
http://instagram.com/p/Znx1adG9LI/: An actual 24k gold gown! So sad it's not in Cannes with
you for your gold fashion show! @crfashionbook @magnumicecream #asgoodasgold
http://instagram.com/p/YWR-ppm9ON/: A glamour kiss between Me and dear #CrystalRenn
@magnumicecream #magnumgold #asgoodasgold
http://instagram.com/p/YThXhAm9Af/: Me and the stars Joe Manganiello and Caroline Correa
#magnumgold @magnumicecream from last night premiere ! #zacposen
http://instagram.com/p/YRRPzFG9G3/: 24k gold #asgoodasgold @magnumicecream
@carolcorrea19 what a gown what a night!
http://instagram.com/p/YRIKEiG9Jf/: A 24k #asgoodasgold #zacposen gown! At
@magnumicecream #glamour #magnumgold
http://instagram.com/p/YRHZCem9Ie/: Closely guarding the @magnumicecream!
#AsGoodAsGold
http://instagram.com/p/YRHJuNG9IF/: A major gold moment @magnumicecream
#AsGoodAsGold
http://instagram.com/p/YRGfTGG9HS/: The gorgeous Crystal Renn @magnumicecream

Facebook 2

https://www.facebook.com/photo.php?fbid=601856173159976&set=a.152243161454615.27900.1
48479771830954&type=1
https://www.facebook.com/officialzacposen/posts/601816846497242

Joe Manganiello
Twitter 13 (Samples Below)
@joemanganiello: On set with @zac_posen & @carolcorrea19 for @MagnumIceCream
pic.twitter.com/LV7ROkC7y6
!"#$%! &"'($)' &*+(+ , ('"-.)' /0123 4567894:
@joemanganiello: Pumped for you guys to see As Good As Gold the film Ive been working on
w/ @MagnumIceCream @TribecaFilmFest in April #TFF2013 #sponsored
@joemanganiello: RT @MagnumIceCream Photo: TV's sexiest man according to @peoplemag
w/ one of #fashions hottest designers @JoeManganiello + @Zac_Posen!
pic.twitter.com/28VupgmcH5
@joemanganiello: RT @carolcorrea19 This is how he rolls. Coffe break anyone?
@joemanganiello on set for @magnumicecream special project pic.twitter.com/UabmHm6uGO
@joemanganiello: RT @Joncassar Editing my Magnum ice cream bar project.
http://instagr.am/p/Wu7RPsN4Z3/
@joemanganiello: RT @_laur_d @joemanganiello obsessed with the new #magnumgold short
film teaser! #perfection
Instagram 6 (Samples Below)
Joemanganiello: On set with @zac_posen & @carolcorrea19 for @MagnumIceCream #nightout
#wolf http://instagram.com/p/WYsv7ISSme/
Joemanganiello: "Photo: TV's sexiest man according to @peoplemag w/ one of #fashions hottest
designers @JoeManganiello + @Zac_Posen!" http://instagram.com/p/WcsnFJySob/
Joemanganiello: Wolf on a Suit for #Magnum thoughts? http://instagram.com/p/WhXaXKySpB/
Facebook 4
Pumped for you guys to see As Good As Gold the film Ive been working on w/
@MagnumIceCream @TribecaFilmFest in April #TFF2013 #sponsored
https://www.facebook.com/permalink.php?story_fbid=513330065370761&id=1670075233363
52
Photo Album: As Good As Gold Premieres in NYC 8 photos
https://www.facebook.com/media/set/?set=a.518538614849906.1073741827.167007523336
352&type=1
As Good As Gold
52
Here's the link to my Magnum IceCream short film #AsGoodAsGold with: @carolcorrea19
directed by: Jon Cassar http://youtu.be/reTPmnvJ3Ng
52
Tribeca Film Fest
Twitter 2
@TribecaFilmFest: Dreamy @joemanganiello will walk the #TFF2013 red carpet as star of
@MAGNUMIceCream's short film #AsGoodAsGold: http://bit.ly/Zd6CIj
@TribecaFilmFest: Designer @Zac_Posen will premiere a 24k gold dress inspired by the
@MAGNUMIceCream Gold?! bar at #TFF2013: http://bit.ly/11sECEC

Facebook 1
Facebook Post: http://www.facebook.com/TribecaFilm/posts/541173529266522
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GSK BREO and Key Message Media Audit Article Grid

Following is an audit of top tier approval coverage of BREO and an analysis of key messages and other editorial content not provided by GSK.

GSK BREO and Key Message Media Audit Overview
Following is an overview summary of the GSK Breo and Key Message Audit Article Grid.

SUMMARY: The majority of coverage of BREO was reported in a positive tone, if not neutral. Key messages provided by GSK BREO used in key coverage
included that chronic obstructive pulmonary disease (COPD) is related top chronic emphysema and chronic bronchitis, BREO Ellipta is a once-daily
inhaler and that BREO has a warning of the risk of asthma-related deaths. Key messages provided in other editorial content included, not provided by
GSK BREO included that COPD is the third-leading cause of death in the US, BREO is likely to be a competitor for GSKs leading treatment Advair and
also outside information about GSKs partner Theravance such as stock shares and the fact that the company will be splitting into two.

Date Outlet Reporter GSK/Breo Key Messages Other editorial content included Tone
5/10/13 Reuters

UPDATE 3-US
FDA approves
Glaxo/Theravance
drug for COPD
lung disease
Toni
Clarke
COPD associated with
emphysema and bronchitis
Approved by the FDA
Administered/inhaled using Ellipter
Trade name is Relvar outside US
Breo being the first once-daily
delivery
Breo has a warning of the risk of
asthma-related deaths
Breo is not indicated as a
treatment of asthma and the safety
and efficacy of Breo Ellipta in
patients have not been established
Increase in pneumonia has been
observed
In addition, the companies are
developing Anoro
Fluticasone furoate reduces inflammation
Vilanterol is designed to open airways
COPD is the third-leading cause of death in the
US
Glaxos shares up 1.95%
Breo/Relvar will compete with COPD drug Advair
Analysts expect the drug to generate annual sales
of $559M by 2015 (reuters data)
Breo would compete with AstraZeneca Plcs
Symbicort
Anoro is an inhaled combination of vilanterol and
umeclidinimum, a long-acting muscarinic receptor
antagonist/relaxes airways and improves lung
function
Breo approval comes just weeks after Theravance
said it would split into 2 publicly traded companies
Theravance said they woudld be separating more
advanced respiratory drugs with Glaxo
Glaxo owns 27% of Theravance
After split, Royalty Management Co.will hold
respiratory drugs franchise, Theravance
Biopharma will focus on drugs for rare diseases
Breo includes a heightened risk of bone fractures
Neutral
5/10/13 Washington
Associated Press

FDA approved
!"# Breo is a new once-a-day inhaler
drug
Approved by the FDA
For patients with chronic lung
COPD is often called smokers cough
Glaxo already sells the asthma treatment Advair
Advair is a best-selling product with more than $4
billion in sales per year
Positive
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The following are KP Twitter following tiers, in order by # of followers greatest to leaST

TIER 1
@Univision 1,295,09
@Telemundo 1,077,7344
@WebMD 701,732
@girlshealth 377,310
@EFENoticias 346,605
@NPRHealth 341,965
@DespiertaAmeric 337,491
@CBSHealth 288,327
@WSJHealth 267,236
@Notimex 237,480
@EverydayHealth 189,366
@ElNuevoHerald 136,564
@TelevisaIntl 102,298

TIER 2
@HealthCareGov 94,957
@LetsMove 90,767 Director
Sam Kass
@GlendaCNN 77,574
@YahooNoticias 64,877
@Medscape 35,401
@FoxNewsLatino 30,402
@LizSzabo 28,980 USA Today
medical reporter
@ChefJames 23,492
telemundo's morning show, Un
Nuevo Dia NBC
@LatinoVoices 22,728
Huffington Post
@DrFriedenCDC 22,409 CDC
Director, MD and disease
detective
@NCLR 22,370 Latino Civil
Rights & Advocacy
@ElDiarioNY 21,612
@HuffPostVoces 17,320
@NotiSalud 15,863
@NBCLatino 14,657
@JoscelynRC 11,928 Owner
Mami Innovative Media
@YahooHealth 11,804

TIER 3
@SpanglishBaby 10,011 Online
resource & community for
parents Raising Bicultural
@MariaSantanaCNN 9,691
@Esmas_Salud 9,658
@SalvadorDuran 8,893
correspondent for Univision
Network in Los Angeles
@NacerSanoBaby 7,177
@NewLatina 6,780
@TanzinaVega 5,903 Media
reporter and multimedia
journalist for The New York
Times
@MamaLatina 5,471
@CosmoForLatinas 5,037
@ObesidadYSalud 4,816
@NLIRH 4,172
@TuSaludMag 4,038
@Latinaish 3,663
@LaFamiliaCool 3,398, Dania
Santina Editor of La Familia
Cool bilingual blog
@MiamiDiario 2,807
@BiculturalMom 2,337
@TheLatinKitchen 2,335
@NibblesNFeasts 2,315
bilingual food blogger in LA
@CNNE 2,122
@LaCosmopolatina 2,102

TIER 4
@KristinaPuga 1,970 Web
Producer NBCLatino
@IsoldaPeguero 1,759 National
Correspondent for Telemundo
Network
@DailySofrito 1,721
@MamaImperfecta 1,674
@PresleysPantry 1,587 Latina
Food blogger
@ReutersHealth 1,542
@TexinMiami 1,376 Co-
Founder & Partner Latina Mom
Bloggers
@HispanicKitchen 1369
@OhHellsNah 1,229
Contributor for LatinoVoices,
NBC Latino, Cosmo For Latinas
@HealthyLatina 1,065
@AHA_Vida 926, American
Heart Initiative
@LatinaWellness 696
@YoSoyTodaMujer 645
@SerLatinoUSA 575
@BebeBilingual 506
@MamaHispana 428 Food
Media Editor, Qu Rica Vida
@ErikaCebreros 328
@Rebeconia 110
@AdelanteConLaSalud 67

Drafted KP Tweets, walking theme for fitness

CreaL Llp from [acLlve Walklng sldeways burns 78 more calorles Lhan
walklng forward, by puLLlng your body Lo work ln unfamlllar ways.
[PealLhyLaLlna offers Llps on maklng sure you sLay acLlve! "Walklng
buddles keep you accounLable, wheLher w/ your LaLlnas or your
perrlLo"
lmporLanL advlce from [Max8upa: Warmup sesslons before walklng
warm up your muscles and reduce Lhe rlsk of ln[ury!
1hlnklng abouL walklng? lf you've been lnacLlve for a whlle, use a
senslble approach and sLarL ouL slowly. 1hanks [medllneplus!
?our flrsL sLep ln walklng beglns wlLh lnvesLlng ln runnlng shoes, pay
aLLenLlon Lo boLh Lhe quallLy and Lhe way Lhey flL.
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"I came acioss mentions of .tviueo anu .tviueoInuicatoi CSS classes"
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getting a vine-style viueo feeu by }une 2u.
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between @GI$ 'C 6& J$AC#FJ C@ IGF$C fiom theii mobile uevice to the photo shaiing website
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1.1S7S11S#ixzz2WZsjyeFB
http:www.pcmag.comaiticle2u,2817,242uS64,uu.asp
http:abcnews.go.comblogstechnology2u1Su6facebook-to-holu-mysteiious-piouuct-launch-event-on-
june-2u
http:techciunch.com2u1Su617souice-instagiam-will-get-viueo-on-june-2u
http:www.usatouay.comstoiytech2u1Su617instagiam-coulu-snap-a-viueo-move24S249S
http:theweek.comaiticleinuex24S7u4the-next-instagiam-foi-viueo-might-actually-come-fiom-instagiam
http:www.pinewsonline.comwatei-coolei2u1Su617pios-anu-cons-of-iumoieu-instagiam-viueo

GOLINHARRIS NEW YORKS TRIP TO MASHABLE HQ
Visiting the leading source for news, information & resources for the Connected Generation

NEW YORK, NY July 26, 2013 the New York connector community, summer interns and other lucky GHers
received a tour of Mashable headquarters. Mashable is a website, blog, news source and more for information
and resources for the Connected Generation. We were greeted by Chelsea Stark, who is the first and only
Games Reporter at Mashable. We learned that Stark was a Mashable intern only two years ago, and was
promoted to Games Reporter last February. Stark basically created the position as there was a need for insights
in to the video gaming world for the connected generation, and she had always had a passion for such. She
caught our PR attention when she brought up how she is always getting pitched for game consoles, new
releases and sometimes just random dudes trying to make their own video games.

When we asked Chelsea her thoughts regarding pitching, (basically, what is really annoying), she told us that us
PR people should keep our pitches simple. Also, we should put some thought in to it do our research, and
show that we have a true meaning for reaching out to that specific reporter. She says that if you do your
research you can tell how to be one step ahead of the media outlet. For example, Mashable has a thing for
using large images to grab attention. An ideal pitch to Mashable would include a large image so the reporter
does not have to ask for one if the pitch is picked up! We were also persuaded to use bullet points. Basically,
the ideal format goes Bullet point, bullet point, bullet point, and image.

An interesting point to note about Mashable is that a large majority of the staff are in their 20s, so that is another
thing to keep in mind if you are ever to pitch to them. Do your research on the environment of a media outlet,
and pitch accordingly. Stark included that she would not mind being pitched to on social media, as it has
happened before. But, she said there is a fine line between pitching and stalking. She told us stories on how she
has gotten over six emails from the same individual,
followed by multiple irrelevant tweets that are solely
to gain attention.

Mashable is a rapidly growing platform, which makes
sense because they cater to a rapidly changing
generation. We learned that branded content series
now accounts for about 30-35% of all of Mashables
content. Examples of recent branded content series
they have done with are Volvo and Adobe. Also, they
are growing rapidly and have a focus on global
expansion. For instance, they just added their
second US & World reporter. Luckily, on our tour we
got to see one of their new platforms in action. We
were introduced to Matt Silverman, Mashables editorial director. Silverman explained how they are expanding
on YouTube, which has become a subscription-based culture.

Mashable has formatted to YouTube with their goal of becoming a YouTube Network. Viewers these days will
not subscribe to a channel, but they will subscribe to a specific series or personality. Beyond that, you can sell
ads through YouTube and become a network for multiple shows. On our tour, we saw the set up for an episode
of their video series, 5 Facts We Learned from the Internet. We were educated on how certain dinosaurs were
so far apart in Paleolithic ages that they never would have met until on the set of Jurassic park in the 80s.

Overall, every one we met at Mashable had an incredible niche for understanding technology, trends and
beyond. Staff members at Mashable can chat to each other with their internal Campfire Business Chat, for
when buzz begins to circulate on what is yet to come. We now know that if we stay connected with Mashable
we will not miss a thing!

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